運用文化產品與文化地景來推動鶯歌陶瓷文化創意產業邁向國際化：兼論策略聯盟的角色

To Use of the Cultural Product and Cultural Landscape to Promote the Globalization of Cultural and Creative Industry of Ceramics in Yingge： With the Role of Strategic Alliance

李靜怡(Ching-Yi Lee)

指導教授 ： 陳澤義

國立臺北大學/商學院/國際企業研究所/碩士(2012年)

摘要

本研究是在探討鶯歌陶瓷博物館在推動品牌-鶯歌燒時，以一些行銷要素(如：文化產品品質、文化地景和策略聯盟)是否會透過顧客的認知與態度(品牌價值、地點認同)。最後影響到公司的目標(全球化、文化消費)。在此研究裡，我們利用SPSS與AMOS來檢驗每個變數間的因果關係，並在大台北地區(台北市和新北市)進行配額抽樣。實證結果顯示，本研究的假說幾乎成立，在此也提供了兩個方案給鶯歌陶瓷博物館管理者。最有效的辦法是管理者可以找尋適合的產業進行策略聯盟。成功的合作可以讓顧客認識新品牌，也會帶來更多的利潤和聲譽，而達到文化消費。另外，也可透過強化鶯歌的文化地景來加深顧客的印象，最後達成全球化的目標。在此，鶯歌陶瓷博物館管理者可以藉由本研究結果來發展其品牌-鶯歌燒的行銷策略進而達到全球化的目標。

關鍵字

文化地景 ； 策略聯盟 ； 品牌價值 ； 地點認同 ； 全球化 ； 文化消費

並列摘要

This study investigates whether the Yingge Ceramics Museum promotion of the Yingge Wares brand with marketing elements (the quality of cultural products, cultural landscapes, and strategic alliances) affects the goal of the company (globalization and cultural consumption) through customer recognition and attitude (brand value and place identity). SPSS and AMOS are used to examine the cause and effect relationships among all variables. The population samples in this study are from the Grand Taipei Area (Taipei City and New Taipei City). The empirical results show that most hypotheses in this study have positive relationships. Furthermore, two methods are provided for promotion through strategic alliance. Successful cooperation can develop customer brand awareness to increase profit and improve reputation to achieve cultural consumption. In addition, enhancing the cultural landscape in Yingee can strengthen the customer’s impression and achieve the goal of globalization. Consequently, Yingge Ceramics Museum management can employ the results of this study to develop marketing strategies for the Yingee Wares brand to achieve the goal of globalization.

並列關鍵字

cultural landscape ； strategic alliances ； brand value ； place identity ； globalization ； cultural consumption

參考文獻

32. Harvey, D. (2002). The Art of Rent: Globalization, monopoly and the commodification of culture. Socialist register, 93-110.

84. Zhang, S.J., and Malter (2010). A Model of Marketing Strategic Alliances to Develop Long-Term Relationships for Retailing. An International Journal of Business and Information, 5(2), 151-172.

I. In English

1. Anderson, E.W., Fornell, C., and Lehman, D.R. (1994). Customer satisfaction, market share, and profitability? Findings from Sweden. Journal of Marketing, 58(3), 53–66.

3. Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Branding and Public Diplomacy, 6 (1), 1-10.